Social media users were quick to criticize the ad, tweeting about—and at— the image. On Tuesday, Nivea USA’s Twitter account spent the day apologizing to insulted users.

“Diversity and inclusivity are crucial values of Nivea,” the company’s statement said. “Discrimination of any kind is simply not acceptable to us as a company, as employees, or as individuals.”

This is not the first time Nivea has unveiled offensive advertising. In 2011, the company issued an apology for an ad that featured a clean-cut black man about to throw a long-haired black-man’s head, with the words, “Re-civilize yourself.”